DIVERSIFYING YOUR MARKETING
Diversification has always been my approach to marketing, and being a child of “old school marketing” (before social media) I appreciate a lovely balance between “traditional” methods of communication, print and digital media and I honestly believe that each brand needs a tailored strategy for several reasons. There is no one size fits all in marketing.
Diversify to expand your reach: By diversifying your marketing efforts across multiple channels, you can reach a wider audience. Different people engage with various platforms and mediums, so diversification allows you to connect with potential customers who may not be present on a single channel.
Diversify to stay safe: Relying solely on one marketing channel or strategy poses risks. If that channel becomes less effective or undergoes significant changes, your entire marketing strategy could suffer or be at risk. By diversifying, you spread out the risks associated with marketing. If one channel underperforms or faces challenges, you still have other channels driving results and maintaining your brand visibility. Social media is a great example of this - until recently social media content and paid marketing has been a “cost effective” way to build businesses and perfect for small business. But with the constant changes to social media platforms, the increasing advertising costs and the lack of control we have over those platforms it’s becoming more and more important to make sure all your marketing eggs aren’t all invested in one basket. If you lose your Instagram account for example, which happens - what other channels do you have established so the impact on your business is minimised. If your strategy has been heavily invested in social media or one platform in particular, its time to look for additional ways to grow and engage your audience and keep them close.
Diversifying to see what works best: Different marketing channels offer unique ways to engage with your audience. Diversifying allows you to leverage the strengths of each channel and tailor your messaging accordingly. Some people prefer visual content, while others may respond better to written or audio content. By diversifying, you can meet your audience where they are and deliver content that resonates with them, resulting in higher engagement and response rates.
Diversify and test: A diverse marketing strategy enables you to experiment and test different marketing approaches. By trying out various channels and strategies, you can gather data and insights to identify what works best for your business. This information can then be used to optimise your marketing efforts and allocate resources based on the channels and strategies that generate the highest return on investment.
Diversify for flexibility: Consumer behaviour and preferences evolve over time, and dynamics can shift. By diversifying your marketing, you remain adaptable to these changes. If a particular channel loses popularity or becomes saturated, you have alternative channels to rely on and adjust your marketing strategy accordingly. This adaptability allows you to stay relevant and responsive to the ever-changing landscape. Here are some (alternative to social media) ideas you might consider investigating further to work in with your marketing mix.
Remember to consider what you are putting your time, energy and money into. Does your marketing mix ensure longevity of your (time and money) investment and security for all that hard work.
Private membership groups where a personal high touch service is manageable. Facebook is still probably number one for this in terms of functionality and accessibility, however be mindful that you don’t own the content you post there so make sure you download and save that regularly. There are other platforms available for this, however you may have resistance from members unless they are already using them.
Loyalty programs and memberships. The parameters just need to be smart so you don’t compromise your margin too much - so before you simply offer a discount think of what other value-adds you can offer which your customers would value. Save the sales for SALE time.
Explore other social media platforms you might not have looked at yet. Test and refine your approach.
Email is gold because this is classed as an “owned” resource - set up your key website automations and get your copy and brand on-point, it doesn’t need to sound salesy, no one likes that, just be genuine and email respectfully (not every day). Unsubscribes are fine, it means you are talking to the right people! Just keep building! Using a lead magnet on your website and socials can help to build your database and help people get to know you and your brand/services.
Text messages - valuable, also “owned” but to be used sparingly as they can seem quite invasive - or is that just me?!
Local old fashioned print advertising or advertorials. Think about where your demographic get their news, information, inspiration and look there first for opportunities. It might not be as expensive as you think!
Public Relations - Publicity, press releases - speak with your local paper or other publication (online or off) about features and opportunities which might suit your business. Def a blog post coming about this.
Snail Mail - more expensive than email but can be really effective if targeted properly. Create your own original content and write or blog about it!
Letterbox drops - really perfect for local businesses with an offer which is broadly appropriate. Plumbers, builders, local shopping centres, hairdressers etc.
Collaborations - choosing the right alignment can be hugely beneficial for both/all parties. Partnering with influencers or complementary businesses in your industry can expose your brand to new audiences. Collaborations can take the form of sponsored content, guest blogging, joint webinars or events, or social media takeovers. It helps you tap into their existing followers and build credibility through trusted endorsements. Do your research and approach respectfully.
Local sponsorship of sporting groups, events and schools.
Implement a referral programs: Encourage your existing customers to refer your products or services to their friends and family by offering incentives or rewards. This can help you tap into new networks and gain customers through word-of-mouth marketing.
Free or invited demonstrations, samples and events.
There are honestly so many options - and not all will be right for everyone, and most take time to build, but so does social media. Have some fun, test a few things out and see if you can secure your marketing efforts through diversifying your strategy.
